The saying is somewhat valid that you only
have “1 shot” at launching a new product but
that would stand the reasoning that 100% of
product launches are successful…and we all
know that’s NOT accurate. In this presentation
I will attempt to provide ways you can
revitalize your brand if indeed…your launch
wasn’t stellar.
“…The Sales Director is perhaps themost important role
in the company. Arguably no single management
person can generate the immediate and sustainable
profit impact that the Sales Director can.”
AndréHarrell
Ultimately, by bringing into sharper focus the emotional and rational drivers that influence customers’ perceptions and usage of a particular product, it helps to get a clearer perspective on what opportunities can be gained by this unique intelligence.
I’m asked frequently on how do you build a “functional business development plan” that’s versatile and can be implemented in any industry. The following presentation are basic steps and nomenclature you can use to build your biz dev team plan. This presentation is also from a workshop implemented by AH2 Management, contact me if interested in having a rollout introduction of this program.
The following workshop activities are unbranded and designed to demonstrate AH2 Management capability to tailor selling skill workshops that meet your needs. Our organization prides itself on its ability to be flexible and nimble to your specified needs. The listed activities are just examples and again can be constructed to meet your organization and industry needs.
“…The Sales Director is perhaps themost important role
in the company. Arguably no single management
person can generate the immediate and sustainable
profit impact that the Sales Director can.”
AndréHarrell
Ultimately, by bringing into sharper focus the emotional and rational drivers that influence customers’ perceptions and usage of a particular product, it helps to get a clearer perspective on what opportunities can be gained by this unique intelligence.
I’m asked frequently on how do you build a “functional business development plan” that’s versatile and can be implemented in any industry. The following presentation are basic steps and nomenclature you can use to build your biz dev team plan. This presentation is also from a workshop implemented by AH2 Management, contact me if interested in having a rollout introduction of this program.
The following workshop activities are unbranded and designed to demonstrate AH2 Management capability to tailor selling skill workshops that meet your needs. Our organization prides itself on its ability to be flexible and nimble to your specified needs. The listed activities are just examples and again can be constructed to meet your organization and industry needs.
Note: All information in this global commercial training strategic plan is based on fictitious assumptions. This plan is designed to demonstrate AH2 Management capabilities to construct an effective commercial operations department that meets your centers of excellence needs.
Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
ZOOM PITCHING INVESTORS USING P.E.A.K.SAndré Harrell
Okay, I’ve had enough…not seeing “Centers of Excellence” founder zoom pitches.
Yes, I understand we are in a global pandemic so “Live Pitches” to investors are not happening. So, we’re all left to zoom pitching investors…is that really an excuse for the HORRIBLE zoom pitches I’ve witnessed. C’mon man!!!
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Business Development Framework
To get from an idea down to volume production is a long way, don’t miss out important steps to have a successful launch.
The framework gives you a guideline to walk down the stony road into volume production.
Building sustainable leadership is a top concern for most organizations. Frontline managers have a particularly broad leadership responsibility, but 60% of them receive no training for their leadership roles. In this webinar, business, leadership, and learning experts explain the importance of developing frontline leaders and how high-engagement learning can efficiently develop critical leadership capabilities for first-time and incumbent managers. Speakers also explore how new technologies help make leadership training more personalized, social, collaborative and experiential—turning any work setting into a learning space. Real-world examples illustrate how leaders can integrate their new skills into current work tasks to improve speed to proficiency and impact.
Audience Takeaways:
Importance of frontline manager development for solving today’s business challenges
Role of leadership development at each organizational level in driving business strategy
How to facilitate the transition from peer to first-time leader and key considerations at that stage
How high engagement learning can accelerate leadership development, particularly for first-time managers
This deck is a look at the information you need to know to make marketing decisions. Marketing is the connection that you have with your customers - you need to understand your customers in order to reach them effectively.
The Garage Entrepreneurs Team
blog.garageentrepreneurs.com
Slide presentation of major aptitudes of product managers who are good at, and enjoy, their careers -- in other words, product managers who are ENERGIZED!
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Note: All information in this global commercial training strategic plan is based on fictitious assumptions. This plan is designed to demonstrate AH2 Management capabilities to construct an effective commercial operations department that meets your centers of excellence needs.
Entrepreneurial Selling is a new sales methodology aimed at helping sales people and entrepreneurs to identify and develop new business opportunities together with their customers. The methodology is based on a 10 year long research program on the future of sales.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
ZOOM PITCHING INVESTORS USING P.E.A.K.SAndré Harrell
Okay, I’ve had enough…not seeing “Centers of Excellence” founder zoom pitches.
Yes, I understand we are in a global pandemic so “Live Pitches” to investors are not happening. So, we’re all left to zoom pitching investors…is that really an excuse for the HORRIBLE zoom pitches I’ve witnessed. C’mon man!!!
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Business Development Framework
To get from an idea down to volume production is a long way, don’t miss out important steps to have a successful launch.
The framework gives you a guideline to walk down the stony road into volume production.
Building sustainable leadership is a top concern for most organizations. Frontline managers have a particularly broad leadership responsibility, but 60% of them receive no training for their leadership roles. In this webinar, business, leadership, and learning experts explain the importance of developing frontline leaders and how high-engagement learning can efficiently develop critical leadership capabilities for first-time and incumbent managers. Speakers also explore how new technologies help make leadership training more personalized, social, collaborative and experiential—turning any work setting into a learning space. Real-world examples illustrate how leaders can integrate their new skills into current work tasks to improve speed to proficiency and impact.
Audience Takeaways:
Importance of frontline manager development for solving today’s business challenges
Role of leadership development at each organizational level in driving business strategy
How to facilitate the transition from peer to first-time leader and key considerations at that stage
How high engagement learning can accelerate leadership development, particularly for first-time managers
This deck is a look at the information you need to know to make marketing decisions. Marketing is the connection that you have with your customers - you need to understand your customers in order to reach them effectively.
The Garage Entrepreneurs Team
blog.garageentrepreneurs.com
Slide presentation of major aptitudes of product managers who are good at, and enjoy, their careers -- in other words, product managers who are ENERGIZED!
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Seven Steps for Revitalizing Your BrandR. Jay Olson
If the time has come to re-energize your brand, follow this proven framework to get your CEO and executive team behind you to mobiliize your initiative, and ensure your company's investment drives profitable long-term growth and asset valuation.
This is the visual representation of the pocket MBA from New York Times. This power point presentation carries the mention & description of first 5 keys for marketing. Though small, but these slides contain a meticulous flow of information and provides extensive knowledge in the field.
Executing a Billion Dollar Customer StrategyBill Lee
Our newest publication on building a robust customer strategy. This is a major missing link in most firms trying to engage with today's empowered buyers and customers. Both the C-suite, and executives and managers executing the firm’s total customer experience (TCE) operations will want to ready this carefully.
Module 13 Effective Marketing Approaches to Senior Consumers.pptxcaniceconsulting
Segmentation: this is where you get to know your customers. It is the process by which you understand why they would purchase your new products.
Targeting: this is the act of increasing your market relevance. It is the process by which you assess which people you can best satisfy with your products and services and how you can make yourself irresistible to them.
Positioning: this is the act of locating yourself appropriately. It is how you arrange yourself for the market based upon your findings in the earlier stages. Consider the relative pros and cons of the market you intend to enter and question whether this market is aligned with your current goals – put simply, is this target market worth your efforts?
This is the ppt translation of the third part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
May 2015 marked the final offering of Product Manager Imperatives at the University of Wisconsin-Madison’s Center for Professional and Executive Education. After 40 years of running these open enrollment corporate workshops on product management, UW-CPED has decided to focus exclusively on management and leadership training. This presentation is the condensed version of the final offering of Product Manager Imperatives. For a version of this presentation with links to videos, tutorials and other tidbits to demonstrate key points, look for this presentation at BrainSnacksCafe.
Brandon Houseworth is the proprietor of Acquisition Group of America, a company recognized in 1993, that has specialized in real estate development and administration. He associates obligations and manages the work of professionals offering assistance and inspiration to generate highest possible performance.
This presentation will discuss the business issues surrounding technology and capital equipment, and the role of specialized patient care units and non-acute patient care facilities as part of the healthcare business environment.
The purpose of this presentation is to introduce you to the varied issues and structures that influence the way pharmaceutical products are priced in today’s complex health care market.
Awareness of the different mechanisms behind the costs of prescription drugs and medical services will help you determine the pricing strategy of your product/services to be competitive in today’s challenging/evolving health care environment.
As a professional, your ability to influence and negotiate both corporately and externally is critical to your business success. These skills are natural to some and more difficult for others. But like many soft skills, influence and negotiation takes time to master and requires continuous learning, implementation, and refinement by anyone who has customers.
To help the participant remove apprehension and gain confidence and sense of self that will help not only the ability to speak in front of an audience…but the assuredness that her/his presence in any situation has impact.
LEADERSHIP MANAGEMENT DEVELOPMENT CURRICULUMAndré Harrell
All information in this Leadership Management Development Curriculum is based on fictitious assumptions. This plan is designed to demonstrate AH2 Management capabilities to construct an effective LMDC that meets your centers of excellence needs.
LEADERSHIP EXCELLENCE (Accountable & Personal Leadership)André Harrell
The content in this presentation discusses key principles centered on “ACCOUNTABLE LEADERSHIP” the responsibility of leading others, and “PERSONAL LEADERSHIP ”one's ability to lead themselves. I believe that there are good learnings from this presentation that can enhance your life—both professionally and personally.
Coming in as Chief Commercial Officer, I was asked to first assess the commercial functions of the organization. This presentation walks you through the process and findings.
BOARD DEVELOPMENT from a CHAIRMAN'S point of viewAndré Harrell
Inside look at “The Board” …from a Board Chair perspective
“A board is comprised of a group of exceptional leaders from all backgrounds and experiences whose responsibility and accountability is tied to its shareholders, corporate organization and community it ultimately serves”
André Harrell
DEVELOPING AS AN EFFECTIVE LEADER/FOUNDER IN A GLOBALLY DYNAMIC MARKETPLACE
I've had the good fortune of mentoring some of the most talented global leaders in today's business world, and the one thing I've learned from each and every one of them.......HUMILITY.
DM me if you'd like to learn more about something I absolutely enjoy doing.
COVID VACCINE DELIVERY IN NIGERIA (EXCELLENCE)André Harrell
INNOVATION & DISTRIBUTION EXCELLENCE of the vaccine to Nigeria…partnership made in heaven
KareBoks & Dovizia Pharma Services are teaming up to provide significant value to the supply chain once Nigeria gets the vaccine. The combination of refrigeration innovation and centers of excellence distribution/logistics position these 2 organizations to address the significant needs Nigeria will have once the vaccines enter the marketplace.
If you are interested in getting more information and/or interested in investing in our project, please DM me (Thanks!). I can also provide our investment deck.
“What’s the problem”? You have assembled some of the best talent there is, a team chocked with talent and potential...yet every year the performance does not correlate to the talent hype. Right about this time senior management has become frustrated because of the investment made on constructing this world class talent, and begins pointing the crosshairs toward your direction as the leader of the team. Now, you have a decision to make “do I blame the performance solely on the team” or “do I take the blame and hope for the best” both decisions have consequences.
This whitepaper will walk you through the possible solutions to those decisions, and importantly help you lead your team/organization to a center of excellence level.
Mergers & Acquisition (Return Of The Big Deal!)André Harrell
After years of stagnant activity, mergers and acqui- sitions surged in 2014, with the announcement
of more than 7,500 deals1 with a combined value exceeding $3.5 trillion. That’s an increase of more than 7 percent by number and more than 25 percent by value compared with 2013. While
that volume hasn’t yet reached the high of nearly 10,000 deals set in 2007, a new wave of activity
is clearly under way.
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMESAndré Harrell
The “VALUE PROPOSITION”
A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. The value proposition is basically marketing’s “internal affairs”, the checks and balances that hold the corporation accountable to promised customer value. Yet the “Value Prop” is probably the most misunderstood product framing strategy used today.
The most profitable capital for today’s company is not money…it’s the customer. Gathering information about them has become big business, yet NO ONE has a finite answer to the question “Who is she/he”?
This whitepaper will demonstrate the importance of having an effective Cross-Functional Leader, someone who can bring clarity, strategy, organization and a collaborative approach to any company. Unfortunately too few companies have either brought in someone or identified personnel that have Cross-Functional Leadership skill set, which has caused one of the most insidious problems in corporate America…. “Welcome to the wonderful world of AMBIGUITY”
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. Introduction
The saying is somewhat valid that you only
have “1 shot” at launching a new product but
that would stand the reasoning that 100% of
product launches are successful…and we all
know that’s NOT accurate. In this presentation
I will attempt to provide ways you can
revitalize your brand if indeed…your launch
wasn’t stellar.
5. ▪ The investment in the brand at the beginning of its lifecycle was too great, in other
words walking away from it could significantly impact a company financially.
▪ A company inherits/obtains a brand without thorough knowledge of the brand’s
history and is saddled with a mature wore torn product (this happens often).
▪ The product has a long lifecycle before it goes off patent, like the first bullet point the
investment is too great to walk away from.
▪ A company prematurely invests heavily in marketing and builds a commercial team
dedicated to the failed brand…with the thinking if we throw resources at the brand
that’ll bring it back to life (ridiculous thinking).
Business Reasoning
6. ▪ Some mature brands have great standing and might still be enjoyed by customers
who have had positive, longstanding results with them…habits are a hard thing to
break.
▪ Companies fear losing loyal customers who like the failed Brand and removing it
could cause harm to the company’s other portfolio of Brands.
▪ There’s sometimes an “emotional attachment” to a brand because it helped
launch the company (the “Flag Ship” brand), and there’s a sense of loyalty to the
brand.
“Emotional” Reasoning
7. Is re-investing in a brand an intelligent
strategic decision?
The #2 Question
8. Market Research
Market Research is probably the best avenue to take in determining the
potential success of re-investing in a failed brand. Below are great questions to
ask prior to conducting research:
▪ Are there points of uniqueness/differentiation, or value
proposition of the brand versus the competition?
▪ Is the perceived value of the brand still relevant? How does
it stack up against the brands in those same categories?
▪ Are the brand’s features & benefits valuable to the
customer…do they create customer value? What are the
customers perception of the brand?
▪ How much loyalty is there to the brand?
▪ What are the negatives of the brand?
9. If there’s an affirmative to questions 1 & 2 and
you agree it’s worth the re- investment…then
keep perusing this presentation as I provide
ways you can revitalize your brand!
11. Business Need
There are potential areas of focus one can take to help re-invent a brand below is the
illustration:
POTENTIAL
KEYS
Commercial
Strategy
Scientific
Positioning
Manufacturing
Packaging
Channel
Logistics
Brand
Pricing
Possible Tactics
KOL Identification Development
Refinement of Brand’s Value
Proposition
Refined Pricing Strategy
Refined Market Research/Investigation
Change in “Operational” Spend Mix
12. 4 Key Inferences
4 Key “Inferences” to approach when devising a plan to re-invent a
brand:
Customer
Segmentation
Expanding
Market
Commercial
Strategy
What is the opportunity to
further understand customer
perceptions/feedback of our
Brand? “VOC” research”?
1
What is the potential to edit
“Market Definition”/”Expand
Customer Reach”? Change
targeting?
2
Who are our “Brand Champions
will they aid in the "Grassroots”
rehabilitation process?
3
What additional marketing
activities (e.g., marketing, KOL
outreach), positioning, or pricing
could potentially revitalize brand?
Core: Customer Segment
Core: Expand Market
Core: Brand Champions
4 Core: Commercial Strategy
Identifying
“Brand Champions”
13. Customer Segmentation
1
Looking at the possible findings when doing“Customer Segmentation (EXAMPLE):
Key Finding Recommendation
§ Mature product is perceived to be a strong product but is
poorly differentiated.
§ Previous attributes of product no longer“hit spots”for
customer.
§ A refinement of the mature product’s message to
translate those attributes that are differentiating
factors.Develop “Focus Groups” that willhelp
identify either past feature/benefits or latent
benefits that have been poorly marketed/never
tapped into.
§ Current utilization of failed product likely to be very
influenced by very mature HCP’s.
§ Extremely low use in the hospital and very few hospital
formulary wins.
§ Peers are a major influence on trying the failed product
in additional therapeutic areas that are approved.
§ Perhaps additional targeting of younger HCP’s
who are the future of the market and have had
limited experience with mature product.
§ Develop our internal Medical Affairs strategy (in
addition to traditional marketing) to drive HCP
education.
§ More competition in market has pushed the failed
product to last option, not considered an advanced
option….
§ HCP’s are unaware of additional uses of failed product
because of poor product positioning.
§ Mature product is considered top option for niched use.
§ Re-vamping messaging and implementing an
awareness/educational campaign program to help
provide awareness on the additional options for of
the mature brand.
§ Have to identify“Product Champions”who are
respected among peers.
1
2
3
14. Expanding Market
2
Opportunities to“Expand Market”for additional use (EXAMPLE):
Key Finding Recommendation
§ Mature product has 3 indications for use, however,is
primarily used in only one area.
§ Currently most of the mature product’s use is in long term
care, it is rarely used in the hospital setting and has utility
there.
§ There hasn’t been “Patient Segmentation”research to
specify specific patient type.
§ Aggressive“EDUCATION” to the market on the additional
areas of use is highly recommended. If there is no clinical
support of these additional uses, DEVELOP THEM.
§ Develop market analysis to determine opportunities in
hospital setting/category and create campaigns that address
access challenges in the hospital setting.
§ Target markets have run drive, very little opportunity to grow
new business in current markets.
§ Several markets have been avoided because of access issues…..
§ HCP’s surveyed in past market research claimed to not having
seen a sales rep consistently.
§ Proper research on untapped markets should be
examined for profitability,access,and competitive strength.
Where the competitors are is where the business lies.
§ Access is an area of concerned, however as stated in the
above bullet point it should be thoroughly researched. Poor
access could be a perception rather than reality.
§ Increase rep call plan or shorten territories etc so as to
increase interactions between rep &HCP. Re-evaluate
hiring additional sales reps to cover HCP’s.
1
2
15. Product Champions
3
Identify/Developing“Product Champions”to help revitalize product (EXAMPLE):
Key Finding Recommendation
§ Currently there doesn’t exist programs that help identify
customers who have allegiance to failed brand.
§ Learning that there are HCP’s who have received experience
using the product earlier on in their residency.
§ Previous market research has uncovered that some physicians
would be open to utilize failed brand in other areas, however,
there wasno follow up after receiving this information.
§ Special account management can be implemented to
identify key targets that have favorable opinions of mature
product.
§ Focus groups that just targeted key users of brand, this will
help us identify advantages/disadvantages of failed brand
and allow group to help with the formulation of the new
messaging.
§ “Educational Programs”
, “Clinical Resource
Partnership”
, “Advisory Boards” are groups that will
help solidify allegiance and help to build “Product
Champions”
.
§ Long time users have been for the most part indifferent to
their use of the mature brand, and there has been limited
follow up with them on their reasons for use.
§ Our current call plan hasn’t highlighted frequency on
these customers, so we haven’t capitalized on this low-lying
fruit.
§ Develop a “Routing Plan” that targets customer visits,
resource allocation, and educational programs that target
potential “Product Champions.
”
§ The #1 tactic is“ATTENTION”
. Evaluate financially/R.O.I.
How much time should be spent developing relationships
with potential “Product Champions”
, and once that’s
develop devise a call plan with objectives of what should be
accomplished on each visit.The goal is to build “Customer
Advocates”for the mature brand.
1
2
16. Product Champions
3
How to identify a potential“Product Champion”(EXAMPLE):
An Effective “Product Champion” is:
▪ Active leader or manager of specific therapeutic class.
▪ Influential.
▪ Respected By Peers.
▪ ‘Trailblazer” vs.“Traditionalist”
.
▪ Well educated and versed with your product
▪ Willing to share their positive opinions of your product with peers
▪ Willing to present, and defend, if necessary, their position to peers if need
be
17. Commercial Strategy
4
Revitalizing a brand…through revamping Commercial Strategy (EXAMPLE):
Key Finding Recommendation
§ The original product launch/strategy plan hasn’t
changed, maybe some tweaks here and there
§ There hasn’t been a thorough recent market research
update on the product since launch
§ Market Research “Overhaul”is critically recommended
in order to gather complete intelligence on where the
opportunities exist with the mature brand
§ Evaluate commercial spend (e.g.marketing, sales
force, and market research) prior to starting the
revitalization of a “Commercial Strategy”
.
§ The investment should dictate the prioritization of the
mature product.
§ The “Marketing Mix”hasn’t changed in terms of time,
resources, and messaging to rejuvenate mature product.
§ Currently calling on the same customers and trying to
extend their use, however, there’s little reason why they
should since the product has been niched
§ Prioritize resources (e.g.marketing spend, call
planning, sales force realignment,
customer/patient segmentation) that develops an
improved presence with our loyal customers
§ Since the launch of the failed brand there hasn’t
been much “Buy-In”on revitalizing the
product…until now.
§ Currently, the “Tactical Direction”of the failed brand hasn’t
been solidified
§ There hasn’t been a decision on whether they’ll be
an attempt to increase the patent life or revisit the
lifecycle management of the mature brand.
§ Build a “Cross Functional”team that have a stake
in the success of the mature brand. Roles and
“Accountability”have to be built.
§ The “Cross Functional Team” should make a
decision on the short and long term planning of
the mature brand…this will determine the product’s
potential lifecycle management.
1
2
3
19. Revitalization Outline
▪ Market Analysis
▪ Competitive Analysis
▪ Customer Analysis
▪ Segmentation
▪ Value Proposition
▪ Positioning
▪ SWOT
▪ Critical Success Factors
▪ Strategic Priorities
This outline is probably the
best approach in
developing a strategy to
revitalize your mature
brand
22. Segmentation Analysis
Revisiting the customer segmentation process will help establish targeting and
business focus
Initial Segmentation EXAMPLE:
▪ Revisit and identify appropriate surgical types
▪ Patient type segmentation
▪ Institutional segmentation based on IV opioid use
▪ Re-evaluate product positioning
▪ Sales Force Deployment
▪ Target Audience Identification
▪ Re-forecasting Development
Note: May need further
segmentation to allow
maximization of sales force
direction and marketing
spends.
23. Possible Segmentation Deliverables
Possible results of doing a “Segmentation Study” on your brand
▪ Will quantify growth opportunities and leverage points
▪ Identify Richest Targets
▪ Revisit physician characteristics that may explain likelihood to identify need and
advocate for failed product
▪ Identify physician characteristics that may explain the use of failed product in
additional approved therapeutic spaces
▪ Identify hospital characteristics that may explain likelihood of failed product access
and usage
▪ Ability to maximize marketing investment by segment
▪ Invest in “richest targets”
▪ Allocations based on ongoing market research
▪ Institutional targeting plan at a hospital & physician level
24. Value Proposition Development
Building a winning “VP” in 7 Steps
1. Start with mature product’s core competencies
2. Know your customers
3. Competencies = Character
4. Research the competition
5. Look at trends in the industry
6. Articulate Effectively Product Vision
7. Validate the “VALUE”
25. Value Proposition Development
Building a winning “VP” in 7 Steps
1. Start with mature product’s core competencies
2. Know your customers
3. Competencies = Character
4. Research the competition
5. Look at trends in the industry
6. Articulate Effectively Product Vision
7. Validate the “VALUE”
26. 1 Start with Core Competencies
§ What are you really good at?
§ A value proposition has to be what you do and who you are. It can’t just be
what you want to be and what you say you are.
To Do
Make a list of the following: what you brought to
market first, what you offer as the only provider to
the market, and what makes your offering clearly
superior to any alternative. You are looking for what
makes your product unique.
These are good differentiators and will help the
process.
27. 2 Know Your Customers
§ Who are your top customers?
§ What problems do you solve for them?
§ What problems do they want solved? (That no one
else can fix)
§ Is there a new trend in any of your key customer segments?
28. 3 Competencies = Character
§ Ask yourself why someone should buy from you instead of a
competitor.
§ Using the language of your customers, refine your core
competencies as values.
§ If your answer is “it works”
, “it’s new” or “it’s less expensive” your
potential success may be limited. These qualities do not make a product
unique.
29. 4 Research The Competition
§ Choose 3 or 4 competitors and study how they market their
company and products
§ What is their value proposition?
§ Can they defend it?
§ Map their core competencies versus yours
30. 5 Market Trends
§ Are things changing?
§ Can you take advantage of a trend and grab an exciting position in the
market?
§ “Quality of Life”
§ “Cognitive Mobility”
§ “Excellent Safety Profile”
§ “Cost Benefit”
31. 6 Articulate Product Vision
§ Product Leadership
ü Unique pharmacokinetic profile
ü State-of-the-art features/benefits
ü Innovative solutions
§ Customer Relationship
ü Quality relationships with customers
ü Offer “complete” solutions
§ Refine your value proposition until you can articulate it in one
sentence.
32. 7 Validate “The Value”
Test the final value proposition with customers to see whether it resonates.
ü Key Opinion Focus Groups
ü Hospital Customer Interviews
ü Mock P&T Meetings (KOL Driven)
ü Specialty Advisory Boards
ü Hospital In-service programs
ü Conventions-White Paper Discussion
ü Regulatory/Legal
33. Value Proposition (“Finished Product”)
EXAMPLE
(mature product) innovative pharmacokinetic profile addresses the unmet need of
acute surgical pain by
providing, rapid pain relief, exceptional recovery time, and safety that is
supported by the Pain Management community.
Short Half-Life Rapid Onset Effective Precision Control
Great for renal
impaired patients
Getting back to
quality of life
Safe for wide
patient population
Quicker Pain
Relief
HCP Confidence
Superior To
Fentanyl
HCP/Patient
Acceptance
Widely accepted
Easy dosing
schedule
Lack medication
errors
Patient Mobility
34. Positioning
Diagramming the positioning of the failed brand based on market
research and “VP”
• Who: (target audience)
• For Anesthesiologists, Pain Management HCP’s
• For: (patient types)
……whose patients require rapid pain control/relief and quick recovery time
• (competitive framework)
• Mature product’s innovative pharmacokinetic profile produces rapid and precision-controlled
pain relief and is suitable for both inpatient & outpatient surgeries
which (customer benefit – emotional/end use/functional benefits)
• because of its unique clearance failed product is, safe and easy to use, providing optimal pain relief
(reasons to believe –product attributes)
35. (Example) 2021 Brand Strategy Framework
1. Disrupt the Perceived
Market Satisfaction
3. Exploit uniqueness of
the product
2. Establish leadership with
target audience
1. Differentiate versus
current therapies
2. Capitalize on Brand
“WOW” factor
(Brand as Hero)
3. Develop KOL advocacy
1. Exploit latent unmet
needs
2. Drive awareness of
safety concerns with
current modalities
3. Highlight economic
impact
1. Establish stronger
company presence
with key stakeholders
2. Exploit competitor’s low
share of mind
1. Insure HCP
understanding of
Mature Product
utilization
2. Generate Mature
Product
formulary
availability
Mature Product
Mature Product is VERSATILE so it makes my life easier because it provides optimal pain relief, is anesthesia/patient
friendly, safe and easy to use.
Brand Positioning Statement
TOP PRIORITIES
4. Gain rapid availability 5. Optimize
Communication
Brand Strategic Objectives
1. Convey current
treatment gaps to
formulary decision
makers
2. Highlight the drivers
of patient and
BRAND TACTICS
1.1 Advertorials
1. Direct Mail
2. Sales Materials
1.2 JournalAdvertising
2. Demo Systems
3.FormularyKit
All-Publications
All-COMPASSInitiative
All-3rd Party Alliance
All-AdAPT Program
2.1 Convention Activity
2.1 AnesthesiologyLibrary
2.1 NursingDirect Mail
2.1 Hope DVD series
2.1 Textbook Library
1. AdAPT Program
2. Publications
2.2 Speaker Programs
2. COMPASSInitiative
3. Virtu-Cast Preceptorship
2.3 OR protocol training
3.1 Patient &Nurse Education Kits
3.1 Mature Product Web Initiative
1. NursingCertification
2. Advertorials
2. Sales Materials
3. JournalAdvertising
4. Speaker Development
3.4 Convention Roundtables
All-3rd Party Alliance
4.1, 4.3 Patient &Nurse Education Kits
4.1, 4.3 Mature Product Web Initiative
1. , 4.3 Speaker Programs
2. Fast Start Contest
3. Mature Product Case Studies
3. Publications
4. Pharmacy Education
4. SpecialtyWholesaler agreement
5. PDR Blast
4.5 FormularyKit
4.5 P.E..P. Program
AllSales TrainingMaterials
36. S.W.O.T. Analysis
Strengths
▪ Pre-programmed
▪ Minimizes risk of medication errors
▪ Extensive Health Outcomes platform
▪ Easy to administer
▪ Enhances mobility
▪ Non-invasive technology
▪ Efficacy equivalent to IV PCA morphine
EXAMPLE
37. S.W.O.T. Analysis
EXAMPLE
Weaknesses
▪ Perception that one size does not fit all
▪ Inability to precisely query the system
▪ Inability to titrate or adjust dosing
▪ Lack of supplemental dosing recommendations
▪ No onset of action data
▪ Short product expiry dating
▪ Lack of a bolus dosing feature
38. S.W.O.T. Analysis
EXAMPLE
Opportunities
▪ Exploit heightened focus on patient safety
▪ Raise noise level on the limitations of current modalities
(IV PCA & IM)
▪ Exploit the growing awareness of safety concerns with IV
PCA
▪ Minimize analgesic gaps through greater continuity of
care
▪ Capitalize on the current nursing shortage
▪ Exploit the fact that our competitors have a low share of
mind among our target audience
▪ Fully prepare the marketplace of additional indications
39. S.W.O.T. Analysis
EXAMPLE
Threats
▪ Cost perception of failed product may be difficult to
overcome
▪ High degree of satisfaction with IV PCA
▪ Potential for an aggressive competitive response
▪ Price may provoke a inpatient pharmacy response
▪ Use in inappropriate patients leading to inferior results
▪ Difficulty in accessing customer due to OR setting
▪ Acceptance of SMART pump and safety innovation with
IV PCA
40. Critical Success Factors
▪ Establish stronger company presence with key stakeholders through
“Education” of the mature product’s additional utility use
▪ Develop and implement Marketing Mix to strategically target key
HCPs
▪ Gain awareness and acceptance of mature product’s new value
proposition
▪ Increase call plan frequency on top failed product users, and
identify/develop “Product Champions”
41. Strategic Priorities
▪ Disrupt perceived market satisfaction
▪ Establish leadership presence with target audience
▪ Exploit uniqueness of the product
▪ Gain rapid availability and generate positive initial product experience
▪ Optimize communication of failed product value proposition